IWA OUTDOORCLASSICS 2025 REPORT

This year’s IWA OutdoorClassics saw a shift towards a more business-driven format, with organisers limiting non-trade visitors to enhance the quality of exhibitor interactions. While the broader industry grapples with an increasingly demanding trade show calendar, IWA reaffirmed its status as a cornerstone event, with strong exhibitor confidence and early bookings for 2026 reflecting its enduring relevance in the global firearms and outdoor sectors.

The Gun Trade Insider team has returned home after a productive and insightful IWA OutdoorClassics 2025, which once again cemented its place as one of the most significant international trade shows for the hunting, shooting, and outdoor industries. Over the course of four days, around 30,000 visitors from 126 countries gathered in Nuremberg, Germany, reflecting the show’s continued global appeal.

A SHOW FOR THE TRADE

One of the most notable changes this year was the decision by the IWA organisers to restrict the number of non-trade guests invited to the show by exhibitors. This decision followed feedback from major exhibitors after the 2024 edition, where concerns were raised about time being spent on non-trade visitors who had no intention of doing business and were simply there to view new products.

Many exhibitors felt that the presence of non-trade visitors diluted their ability to focus on meaningful business discussions with retailers, distributors, and key buyers.

Despite concerns that this decision might impact overall attendance figures, the consensus on the show floor was that it had a positive effect. The quality of meetings improved, and exhibitors reported having more productive, uninterrupted conversations. Having spoken with more than 60 exhibitors myself, the general sentiment was that the show felt more refined and business-focused, with a calmer and more professional atmosphere. In many ways, this shift reaffirms IWA’s identity as a pure trade show, distinguishing it from other industry exhibitions that mix B2B and B2C audiences.

CONFIDENCE IN IWA’S FUTURE

One of the strongest indicators of the industry’s confidence in IWA was the early commitment to next year’s event. As of the close of this year’s show, approximately 75% of exhibition space for 2026 had already been sold. Given the current economic uncertainties facing many industries, including the firearms and outdoor trade, this level of early commitment highlights IWA’s value as a marketplace for international business.

In discussions with the IWA organising team, they indicated that their primary focus is not on aggressively expanding exhibitor numbers but on maintaining the current level, ensuring quality over quantity. This aligns with the show’s recent shift towards prioritising high-value trade interactions over footfall. For many brands, IWA remains a critical event for product launches, distributor networking, and forging new partnerships. The steady commitment from exhibitors suggests that despite industry fluctuations, IWA’s relevance remains strong.

FIRST-TIMERS VS. VETERAN ATTENDEES

One of the most interesting observations from this year’s show was the contrast in perception between first-time attendees and long-standing participants. Those attending IWA for the first time - whether as exhibitors or visitors -were overwhelmingly positive. Many described the event as busy, productive, and a valuable opportunity to build new business relationships.

However, for those who have attended multiple years, comparisons with past editions were inevitable. Some veteran exhibitors and attendees commented on how IWA has evolved over the years, particularly in response to global economic shifts, market dynamics, and the ever-changing landscape of firearms legislation in various countries. The removal of non-trade visitors, while seen as a step in the right direction, was just one of several changes that seasoned attendees noted.

THE ENFORCETAC FACTOR

IWA takes place immediately after EnforceTac, a rapidly expanding exhibition dedicated to military, law enforcement, and security markets. Given the current geopolitical climate, EnforceTac has seen significant growth, with increased interest from government and security professionals seeking the latest in tactical equipment, personal protection, and operational gear.

Some exhibitors attending both shows naturally drew comparisons, questioning whether IWA could learn anything from EnforceTac’s expansion. However, it is important to view them as distinct entities. IWA is not - and has never been - designed to cater to the military and law enforcement market. Instead, it serves a broader spectrum of the civilian shooting sports, hunting, and outdoor trade, and as such, it operates with a different set of expectations and priorities.

TRADE SHOW FATIGUE, A GROWING ISSUE

A recurring theme in conversations at IWA 2025 was the increasing toll that the global show circuit is taking on businesses. Many exhibitors noted that by the time they arrived at IWA, they had already attended multiple major trade events, including SHOT Show in the US and other regional industry gatherings. The cumulative effect of this relentless schedule is clear - small and mid-sized teams, in particular, are feeling the strain.

While no one disputes the importance of trade shows in maintaining business relationships and securing new opportunities, there is a growing discussion about whether some adjustments need to be made around the scheduling of these events.

FINAL THOUGHTS

Despite the logistical and scheduling challenges facing exhibitors, IWA OutdoorClassics 2025 proved to be, by all accounts, a well-organised and highly valuable event. The move to restrict access to trade professionals was largely welcomed, and while broader industry concerns about the sheer volume of exhibitions in a short space of time persist, IWA remains a cornerstone of the global shooting and outdoor industry calendar.

As the industry evolves, so too will IWA, but one thing remains clear: for companies looking to do serious business in the hunting and shooting trade, IWA OutdoorClassics continues to be an essential stop on the global circuit.